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David Mamet's Memo to the Writers of The Unit

by RickDuris
11 replies
David Mamet’s Master Class Memo to the Writers of The Unit - Movieline

You may or may not think this relevant to copywriting. I do.

Right now on this forum, someone is asking for a critique. Their headline is this:

"How An Ex-Teacher Managed To Stop The Internal Screaming Of Social Networking To Make Money With Social Networking."

(Forget about the confusing, wasted words and grammar problems for the moment.) The copywriter devotes not one word in the rest of piece to the STORY of "How An Ex-Teacher..."

There's a lesson in there.

- Rick Duris

PS: At worst, I admire David Mamet's passion, metaphors and ability to say exactly what he means, no holds barred.
#david #mamet #memo #the unit #unit #writers
  • Profile picture of the author Steve Hill
    Good post, and certainly relevant. Mamet's advice to cut the fluff, don't explain the obvious, and make every element count for something certainly applies to copywriting too.

    That's a great reference to the "blue-suited penguins" and how by the time everything is so clear that the blue-suited penguin is happy, the writer and penguin are both out of a job. That's so true...
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    • Profile picture of the author RickDuris
      Thanks, Steve.

      You know, I'll be reading an Obama speech, or a movie script, or Warren Buffet's shareholder letters, or a summation for a jury trial and I'll think to myself "Damn, that's really good copy."

      And I wonder if anybody else sees it.

      But for someone like David Mamet to decode what's happening, or what SHOULD happen, well, that's a treat.

      - Rick Duris
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      • Profile picture of the author abugah
        Originally Posted by RickDuris View Post

        Thanks, Steve.

        You know, I'll be reading an Obama speech, or a movie script, or Warren Buffet's shareholder letters, or a summation for a jury trial and I'll think to myself "Damn, that's really good copy."

        And I wonder if anybody else sees it.

        But for someone like David Mamet to decode what's happening, or what SHOULD happen, well, that's a treat.

        - Rick Duris
        Talking of speeches...I have been going through former President Ronald Regan's addresses and find them stunning.

        Perhaps copywriters may want to read Presidential speeches to master the art of connecting with the audience using the right words, phrases and tone.
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        • Profile picture of the author MontelloMarketing
          Most don't realize just how hard TV writing is...

          Mamet's a genius...

          "Penguins" are one of the reasons I no longer write TV (The stories I could tell)...

          This was the best post on this forum in nearly a year.

          Thanks Rick.
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          • Profile picture of the author Mark Andrews
            Banned
            A great lesson for copywriters.

            I loved this line...

            DO NOT WRITE A CROCK OF SH*T. WRITE A RIPPING THREE, FOUR, SEVEN MINUTE SCENE WHICH MOVES THE STORY ALONG, AND YOU CAN, VERY SOON, BUY A HOUSE IN BEL AIR AND HIRE SOMEONE TO LIVE THERE FOR YOU.

            Thanks for posting this up Rick, excellent stuff.


            Mark Andrews
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  • Profile picture of the author The Copy Nazi
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    Where do you find this stuff dude? I see you...spliff in hand...surfing the net...and going "damn - thats relevant to copywriting".

    Good stuff. Mamet is a man after my own heart.

    ANY DICKHEAD, AS ABOVE, CAN WRITE, "BUT, JIM, IF WE DON'T ASSASSINATE THE PRIME MINISTER IN THE NEXT SCENE, ALL EUROPE WILL BE ENGULFED IN FLAME"
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    • Profile picture of the author RickDuris
      Originally Posted by The Copy Nazi View Post

      Good stuff. Mamet is a man after my own heart.
      When I was reading it for the first time, I was thinking "Damn, that tone sounds an awful lot like somebody else I know.

      - Rick Duris
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  • Profile picture of the author MissLizzie
    Not sure if you've seen this Rick, but it might be of interest too, particularly if you've been thinking about the similarities between screenwriting and copywriting.

    It's a memo from Jeffrey Katzenberg to his execs at Disney, after the flop that was Dick Tracey.

    Letters of Note: Some Thoughts on Our Business

    Not everything's relevant to copywriting of course, but Katzenberg makes some great points about the importance of story, a central idea and even marketing and testing.

    And it's beautifully written...
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    • Profile picture of the author MontelloMarketing
      I didn't read it (on the road and with very slow internet) but if it's disney, then I bet it's about how to save money. I've worked for them probably 4 times over the years. The last place I would go if I absolutely needed work. Sort of "well... there's always disney..."

      I've written for many shows, for most of the networks and studios and none was as notoriously tight fisted as Disney.

      The joke among writers was "You gotta save up to work for Disney."

      So... if the Katzenberg memo has nothing to do with money I'll eat my keyboard.

      Edited to add: OKay... I have finally been able to read through it. Absolutely budget talk, but also some good stuff on writers and story. Another good find.

      Thanks lizzie.

      Originally Posted by fMissLizzie View Post

      Not sure if you've seen this Rick, but it might be of interest too, particularly if you've been thinking about the similarities between screenwriting and copywriting.

      It's a memo from Jeffrey Katzenberg to his execs at Disney, after the flop that was Dick Tracey.

      Letters of Note: Some Thoughts on Our Business

      Not everything's relevant to copywriting of course, but Katzenberg makes some great points about the importance of story, a central idea and even marketing and testing.

      And it's beautifully written...
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  • Profile picture of the author RickDuris
    Whenever I share stuff like this, I always get an inkling most won't understand or appreciate. (Then I'm surprised, like today. Thank you.)

    So let me share one more thing:

    Two Graces Taos: Eulogy for Whitney Houston by Kevin Costner, February 18, 2012

    The above is Kevin Costner's eulogy for Whitney Houston.

    When read on paper, it's a great piece of writing. What does Kevin Costner do?

    "... say some stories."

    In addition to collecting headlines, swipefiles and product ideas, I collect ideas for stories. For me, "the hook" is usually embedded/buried inside a story.

    - Rick Duris
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